What you invest can grow into what you want
BACKGROUND
The majority of savers put their savings in the bank every month. Slovenian households have more than €26,000,000,000 saved in banks. And although this is the most common type of saving in Slovenia, it is not always the most efficient. The asset management company Triglav Skladi has therefore set two goals:
1. To increase the level of awareness about investing as an effective way to save up.
2. To increase investments in the “Investment Savings Plan” product.
To make the campaign a success, we had to ask ourselves how to present investing as a good savings option to users and how to offer the free “Investment Savings Plan” as a solution for their specific needs.
IDEA
When creating the campaign, we followed a strategic insight into the behavioural economics of the 5 main segments and 12 micro-segments of the target groups. Based on these, we designed a creative solution which clearly communicated the pain-point of the micro-segment and positioned the product as a practical tool on the path to their goals. Using the main digital component of the campaign, we first addressed the target group with specific financial objectives through segmented content marketing. In the following phase, we retargeted the users and presented the tool that would help them reach their financial goal, and redirected them to the Investment Savings Plan website.
EXECUTION
The creative solution focuses on the idea that effective increase in the value of savings can make it possible to fulfil a variety of wishes – both small and big.
12 different creative products
We developed 12 different creative products to help us identify the target group that wants to fulfil a specific wish.
24 different videos
Working with influencers, we produced 24 videos in which influencers first addressed the financial goals of Slovenians in an authentic way and brought the complex topic of investing closer to them. In the following phase, the videos were designed to retarget individuals who were already interested in a savings plan but needed a little more encouragement.
TV commercial and OOH
Awareness was also raised through TV advertising and out-of-home advertising.
RESULTS
increase in product sales based on acquired contacts
increase in the number of acquired qualified leads, based on the ever-present pre-campaign advertising
of contacts acquired outside the client’s target group
Only
bounce rate
minute interaction with the website on average